دانلود رایگان مقاله لاتین اعتبار برند هواپیمایی از سایت الزویر
عنوان فارسی مقاله:
تاثیر اعتبار برند هواپیمایی بر قصد خرید مصرف کننده
عنوان انگلیسی مقاله:
The influences of airline brand credibility on consumer purchase intentions
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Theoretical background
2.1. Brand credibility Brand credibility is the believability of the product position information embedded in a brand, depending on consumers' perceptions of whether the brand has the ability and willingness to continuously deliver what has been promised (Erdem and Swait, 1998). Brand credibility is a latent multidimensional construct (Law et al., 1998). Expertise and trustworthiness are considered sub-dimensions of a higher order brand credibility construct, based on past research (Erdem and Swait, 1998, 2004; Spry et al., 2011). Trustworthiness refers to the willingness of a firm to deliver what it has promised while expertise refers to the ability of a firm to deliver what it has promised. Brand credibility represents the summary of brand-to-consumer and consumer-to-brand communication over time (Sweeney and Swait, 2008), and embraces the personal history of brand experience (Erdem et al., 2002). Thus, brand credibility increases the consumer-expected utility of a brand and the probability of brand choice (Erdem and Swait, 2004). Since a brand's trustworthiness and expertise are based on the cumulative impact of all its previous marketing strategies and actions (Erdem and Swait, 1998), research suggests the constructs of consistency, brand investment and clarity are antecedents of brand credibility (Erdem et al., 2006). Consistency represents the degree of harmony and convergence among marketing actions and the stability of marketing mix strategies over time (Erdem et al., 2006). Brand investment represents a firm's spending on brands (e.g., advertising, sponsorships, and social responsibility actions) in order to demonstrate long-term brand commitment and to assure consumers that brand promises will be kept (Erdem and Swait, 2004; Sweeney and Swait, 2008). Clarity represents a lack of ambiguity in the product information contained in a brand (Erdem et al., 2002). Thus, brand credibility can be created by increased consistency, clarity, and brand investment over time, through all practices and aspects of marketing communications such as brand image advertising, sponsorship, or sales promotion.
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کلمات کلیدی:
Journal of air transport management - Terkko Navigator https://www.terkko.helsinki.fi/.../14630408_the-influences-of-airlin... - Translate this page The influences of airline brand credibility on consumer purchase intentions. Added 243 days ago (29.04.2016). Journal: Journal of air transport management. The differential roles of brand credibility and brand prestige in ... onlinelibrary.wiley.com/doi/10.1002/mar.20350/abstract by TH Baek - 2010 - Cited by 170 - Related articles Jun 10, 2010 - Abstract. This study explores how brand credibility and brand prestige affect brand purchase intention and empirically investigates how the ... [PDF]Impact of Brand Credibility and Consumer Values on Consumer ... www.hrmars.com/admin/pics/961.pdf by M Sheeraz - Cited by 7 - Related articles purchase intentions so marketer also focus on brand credibility as well as ... Keywords: Brand credibility, Consumer Values, Purchase Intentions, Pakistan. [PDF]the differential roles of brand credibility and brand prestige in the ... https://www.arabianjbmr.com/pdfs/KD_VOL_2_4/1.pdf by S Gilaninia - Cited by 11 - Related articles PRESTIGE IN THE CUSTOMERS' PURCHASE INTENTION. Shahram ... Keywords: Brand Credibility, Brand Prestige, Loyalty, Perceived Quality; ... credibility is beyond consumer satisfaction and the company will earn it during the time, it ..... intentions – The moderating effects of switching costs”, The Journal of Air Transport. [PDF]Consumers' attitude of endorser credibility, brand and intention with ... www.modirprozhe.ir/.../Consumers-attitude-of-endorser-credibility-brand-and-intenti... by SW Wang - 2017 - Related articles attitude, brand credibility and purchase intention causal chain. Additionally .... tively influences consumers' attitude of the endorsed airline brand. 2.3. Brand ... [PDF]The Relationship Variables to Celebrity Endorsement and Brand Equity www.ccsenet.org/journal/index.php/ijbm/article/download/52779/28976 by V Thusyanthy - 2015 - Cited by 2 - Related articles Oct 28, 2015 - on consumer's brand attitude and purchase intention. ... while this relationship is mediated by brand credibility, and this mediating relationship .... effects of switching costs on international air passengers' decisions in Taiwan.
